Sexual Content on Mainstream TV Advertising: A Cross-cultural Comparison

Hetsroni, Amir

doi:10.1007/s11199-007-9247-8

Cited by 20 publications

(9 citation statements)

References 24 publications

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“…have investigated countries beyond the United States (Hetsroni, 2007) or have used cross-cultural data (Nelson & Paek, 2005. While full nudity itself was rarely found in these studies, a clear gender difference emerged in the degree of dress of the primary characters.…”

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confidence: 99%

Nudity of Male and Female Characters in Television Advertising Across 13 Countries

Matthes

Prieler

2020

Journalism & Mass Communication Quarterly

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There is a lack of comparative research on nudity in television advertising. Building on cross-cultural theory, we examined countries’ gender indices and preclearance policies as predictors of nudity. We also tested the influence of a main actors’ gender and age, as well as the role of product categories. We sampled N = 1,755 TV ads from 13 countries and found that the main characters’ nudity was higher for women compared with men, less likely with increasing age, and occurred more often for congruent than incongruent products. Multilevel analyses showed that nudity was independent of a country’s gender indices and preclearance policy.

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confidence: 99%

Nudity of Male and Female Characters in Television Advertising Across 13 Countries

Matthes

Prieler

2020

Journalism & Mass Communication Quarterly

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“…Several studies have examined the prevalence of sex in mainstream television, magazine, and Internet advertising. On network television, for instance, up to 10% of prime-time commercials contain sexual content (Hetsroni 2007;Lin 1998;Pardun and Forde 2006). In magazines, Nelson and Paek (2005) reported that 49% of women in 2002-2003 US.…”

Section: Sexual Appealsmentioning

confidence: 99%

Using Sexual Appeals in Advertising to Sell Cosmetic Surgery: A Content Analysis from 1986 to 2007

Hennink-Kaminski

Reichert

2010

Sexuality & Culture

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This study provides an account of how sexual appeals are used to promote cosmetic surgery. A content analysis of advertisements appearing between 1986 and 2007 in large city magazines reveals that advertisements position surgery as a means of boosting sex-esteem, and enhancing one's sexual attractiveness, a pattern different from that of branded consumer products and services. Invasive procedures such as liposuction and breast augmentation are the top procedures advertised with sexual appeals and most advertisements feature nude or partiallynude white female models. The findings help expand knowledge about cosmetic surgery advertising, how sex is used to sell an ideal beauty standard attainable through invasive medical services, and the use of sexual content in a new context, that of medical-related advertising for cosmetic surgery.

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“…Studies indicate that up to 10% of network and cable television commercials contain sexual content (Hetsroni, 2007). To lure viewers, up to 25% of network promos -the ads networks air to promote their programming -contain sexual scenes.…”

Section: History and Prevalencementioning

confidence: 99%

“…While some ads feature ''beefcake'' images of men or healthy images of couples, most sexual ads feature images of women portrayed as objects of desire (Hetsroni, 2007;Soley and Reid, 1988). Feminists object to these one-dimensional images because they contribute to the impression that a woman's value resides in her physical attractiveness and ability to attract a man.…”

Section: Criticismsmentioning

confidence: 99%

Sex in Advertising

Reichert

2010

Wiley International Encyclopedia of Marketing

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Sex in advertising is a controversial topic in marketing. Types of sexual content typically consist of nudity or physically attractive models in revealing clothing, sexual poses, and other forms of sexual behavior, facilitating factors such as lighting, editing, and sound, and verbal information such as double entendre, suggestive language, or innuendo. Up to 10% of television commercials contain sexual content, compared to a higher proportion in magazine and Internet ads. Research shows that sex in advertising attracts attention, but if its use is not relevant to the product, it can distract viewers from attending to the advertised message and ad sponsor. However, most uses of sex in advertising assert sex‐related outcomes as a result of buying and using the brand (e.g., “I'll be more sexually attractive if I use this fragrance.”). Archaeology discovered early forms of painted murals advertising brothels in ports along the Mediterranean coast. During the modern era, sex in advertising specifically targeted men or women in publications until the 1960s when television commercials reached mass audiences. Sex in advertising is not held in high regard within the advertising profession and its use prompts legitimate criticism regarding the ways in which sexual ads depict women.

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Sexual Content on Mainstream TV Advertising: A Cross-cultural Comparison

Cited by 20 publications

References 24 publications

Nudity of Male and Female Characters in Television Advertising Across 13 Countries

Nudity of Male and Female Characters in Television Advertising Across 13 Countries

Using Sexual Appeals in Advertising to Sell Cosmetic Surgery: A Content Analysis from 1986 to 2007

Sex in Advertising

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